Prestige cognac leader launches new US campaign that pushes category boundaries.
Martell, the oldest of the great cognac houses, is continuing to ‘shake up’ the category with a disruptive new campaign that spotlights the audacity and boundary-breaking ethos of Martell Blue Swift, the world’s first spirit drink made of V.S.O.P cognac finished in American bourbon barrels. Entitled ‘Defy Expectations’, the bold creative tells the story of how Martell has drawn on its 300-year legacy to craft Blue Swift for the spirit drinkers of today, a product so innovative the traditional rules of the category won’t recognise it as a cognac.
Born from the unique vision of GRAMMY nominated director Tanu Muino, recognised for her ability to blend prestige aesthetics with contemporary storytelling techniques, the campaign film journeys from the conventional to the contemporary where the rule-breaking Martell Blue Swift, with its shockingly smooth taste, is accepted and enjoyed.
Martell Blue Swift holds all the hallmarks of the House’s expertise and craftsmanship. Made of Cognac VSOP and innovatively finished in American oak bourbon barrels, this audacious combination challenges centuries of traditional production rules, meaning Martell Blue Swift cannot officially be labelled a cognac. Martell Blue Swift’s “Born in Cognac. Bourbon Finish. Shockingly smooth” signature respects its honourable foundations whilst celebrating the audacity and innovation that has catapulted it into the palates of modern Americans. As well as imparting transformative flavour notes, the bourbon barrel finish gives Martell Blue Swift a shocking smoothness and versatility that is ideal for mixology. 
On defying category expectations, Martell Global Communication Director Frederic Gardelle said: “Martell’s pioneering legacy has inspired us to push creative boundaries in the latest campaign for Blue Swift. Through the ‘Defy Expectations’ narrative, while celebrating our legacy & expertise at crafting exceptional products, we are revisiting long established traditions and spotlighting Martell Blue Swift as an audacious spirit for the discerning drinkers of today.”
Starting this month, ‘Defy Expectations’ campaign assets will go live across streaming TV, online video, social, digital audio, and OOH in key US markets including Atlanta, Chicago, Los Angeles, Washington DC, and New York City.
Martell Blue Swift delivers a shockingly smooth experience, best enjoyed in reimagined classic cocktails like the “Swift Old Fashioned”. The boundary defying spirit is available at fine bars, restaurants and retailers nationwide or online via ReserveBar (SRP $48). For more cocktail inspiration, visit Martell.com or follow @MartellUSA.
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Martell Blue Swift® 40% Alc./Vol. ©2024 Imported by Martell & Co, New York, NY
